Kebiasaan Belanja Online Ditinjau dari Kualitas Web Design dan Perceived Ease of Use pada Pengguna Website Belanja Online

Khaila Aura Fabia; Sufiyati Sufiyati

doi:10.61132/menawan.v4i6.2784

Authors

Khaila Aura Fabia Universitas Tarumanagara
Sufiyati Sufiyati Universitas Tarumanagara

DOI:

https://doi.org/10.61132/menawan.v4i6.2784

Keywords:

Online Shopping Habits, Perceived Ease Use, S-O-R, TAM, Web Design Quality

Abstract

This study examines the effect of web design quality and perceived ease of use on online shopping habits. A quantitative approach was used with primary data collected through a five-point Likert-scale Google Form questionnaire from 107 respondents, aged at least 18 years, who had made a transaction on an online shopping website within the last three months, selected by purposive sampling. The data were analyzed using multiple linear regression in SPSS. The results show that web design quality and perceived ease of use each have a positive and significant effect on online shopping habits, and that both variables have a significant simultaneous effect. These findings support the Stimulus–Organism–Response (S-O-R) theory and the Technology Acceptance Model (TAM), and suggest that website managers should maintain web design quality and ease of use together to encourage repeated online shopping. This study reinforces the application of the S-O-R framework and the TAM model to online shopping habits, while also demonstrating that website managers need to provide structured navigation, clear and accurate information, a stable system, and a simple purchasing process.

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